7 min to read
If there’s anything B2B marketers need to understand fully, it’s how SEO fits into their customer buying journey. Yet, SEO remains a challenge due to its continuous changes, buyer personas, journey insights, etc.
Updates made to SEO algorithms and a lack of visibility into users' search preferences can make it more difficult for a B2B marketer to set up their SEO strategy.
However, there’s always a solution to a problem; in this case, we have many solutions to figure out in this article.
Let’s dive right in!
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9 Tactics you need to follow for setting up the best B2B SEO strategy
1. Create a demand generation strategy
A demand generation strategy isn’t created from a single marketing method. Instead, some of the most significant demand generation strategies are a collection of micro-marketing strategies and sales that have assisted companies in generating more demand.
Successful demand generation tactics include uniting your marketing and sales teams. However, let’s not forget that most companies, especially SaaS ones, want to increase demand and generate high-quality leads.
In other words, demand is directly saying that a business is interested in increasing product awareness. Also, demand generation keeps people returning to your product and service. So, it’s no surprise that many companies are concerned about it.
So, you may be asking how demand gen strategies are related to your SEO strategy? Well, the answer is that SEO strategies are a part of demand gen strategies, which means that they don’t function without each other. SEO is concerned about product awareness, precisely what demand generation aims to increase.
2. Always identify who your target audience is
If you want to set up a successful B2B SEO strategy, you can’t ever do so without defining your target audience. Of course, we are speaking about B2B here, so your target audience should be business executives, leaders, managers, etc. The primary goal of B2B is to market your solution to a problem other business leaders may have.
Once you identify who your target audience is, narrow it down. You can think of the following:
- Industry needs
- Business needs
- Tech needs and more
Overall, it's important to put yourself in your client’s shoes and think about the problems you can solve for them.
3. Set your SEO objectives
If you don’t succeed in planning, you might as well succeed in failing. Many B2B teams will find SEO success once they define their objectives. SEO objectives vary for each company, but some great examples include:
- Determining where you’ll use your keywords
- Aiming for several conversions from organic search by the end of the year
- Generating X amount of leads, and so forth
Most importantly, you must determine how your SEO objectives align with your company’s performance. Afterwards, you’ll be able to understand its contribution levels fully.
4. Incorporate SEO in the customer’s journey
During the buying process, a B2B buyer spends nearly 30% of their time purchasing, researching on their own, and using at least one search engine while researching.
In the early stages, a B2B buyer will usually explore new opportunities during the buying journey, and while conducting the research, they typically use broad and general keywords. However, B2B buyers will start using more specific keywords during the purchasing phase, which will benefit you.
Marketers need to use keyword research and various journey mapping techniques. Therefore, B2B marketers must consider aligning the buyer journey with SEO keywords and analyzing the buyer’s intentions and needs.
5. Understand the ranking signals
We mentioned how important it is to understand SEO, but what do we need to optimize it fully?
Various factors impact SEO performance much more than others, ranking factors or signals. While you need to know that there are more than 200 ranking factors used by Google's algorithm nowadays, so let’s divide optimizations into the following categories:
- Off-page SEO optimization: Anything out of your website will affect SEO rankings. At the same time, many ranking factors are categorized as off-page; most deal with the quality and quantity of backlinks. So, always remember that backlinks are your most valuable asset online for B2B purposes and the overall marketing results.
- On-page technical SEO: Includes any technical optimizations from improving site load speeds, SSL, structured data markup, and more. They are usually called “Technical SEO.”
- On-page Non-Technical SEO: This part refers to meta descriptions, optimizing how you use keywords, headings, titles, and more.
That being said, there are a few essential steps you can use to set up the proper SEO implementations for your B2B strategy:
- Identify what specifically people are searching for
- Create high-quality content according to the type of keywords your users are using
- Optimize both technical and non-technical SEO aspects of your website, with the primary goal being to provide quality experiences for your users and keep them for long periods of time
- Keep promoting your content and try to gain as many backlinks as possible. However, never forget that your backlink quality is above quantity.
6. Make your site mobile-friendly
It’s no surprise if you find out that Google prioritizes mobile-friendly websites. Now, let’s be honest: almost everyone will scroll through search engines on their smartphones. So, you must pay special attention to your website's mobile responsiveness and friendliness.
Thankfully, creating a mobile-friendly website is much easier than ever, primarily if you use visual website builders such as WordPress, Wix, and others.
Additionally, it’s essential to pay attention to the content you create. This matters the most if your mobile version isn’t the same as your desktop version. To better know if you are on the right path, you can compare your desktop and mobile version. For clarity, you want to ensure that both versions have the necessary quality!
7. Analyze your content
You can SEO-optimize your content as much as you want, but if you fail to deliver quality content, it will never be a success. So first, identify the type of content you created and how it has performed in the past months. Then, to clarify a few things, you can ask the following questions:
- How old is your content?
- Does it provide accurate information?
- How is your content structured?
- What format is your content created in?
Plenty of tools can help you analyze how well your organic search goes. Here are some we recommend:
- Google Analytics: Not only is it free, but it will also give powerful insights into how your content is performing, the number of visitors you have, the time visitors spend on your site, etc.
- Semrush: A top-rated SEO marketing tool that analyzes website content, basically your keyword rank, helping you grow organically.
- Ahrefs: Alternatively, most companies will use it along with Semrush, but Ahrefs is usually used for analyzing the quality of your backlinks and helping you find the proper keywords you can use for your target audience.
8. Reduce loading speeds
A common issue many visitors don’t like to deal with is long loading times. In fact, according to Google, if it takes your page to load more than three seconds, more than 50% of users will leave the page. This has to do with your bounce rate; the higher it is, the worse it’s for your website.
Furthermore, if you are concerned about checking the website’s loading speed, you can consider using Google’s PageSpeed Insights. This will help you improve your website based on the suggestions provided.
9 .Don’t forget about your backlinks
Your backlinks are the core of setting up a perfect SEO strategy. These include both internal and external links within your website.
Backlinks can also be considered the “voting” part of the web. Whenever another website links to your site, it shows that you are a trustworthy partner. Therefore, backlinks are an essential part of SEO.
However, in the past few years, Google has made significant adjustments to its algorithms regarding the number of quality links you have rather than just the quantity. Also, the niche you are in significantly matters. If your website’s niche is in marketing, but you get a backlink from an engineering, high-quality site, sadly, it won’t count.
Alternatively, you can consider paying particular attention to internal linking. When you use a good amount of internal links in your content, it shows Google the structure of your website. Also, it helps visitors redirect to additional information they need to know and ultimately demand gen.
Always remember that SEO ranking factors aren’t the only part that matters in your B2B SEO strategy. Even though they are highly important, the quality of your content significantly matters to developing a powerful SEO strategy and ensuring your site is fully optimized in the eyes of your visitors!
About Bruno Gavino
Bruno Gavino is the CEO and partner of Codedesign, a digital marketing agency with a strong international presence. Based in Lisbon, Portugal, with offices in Boston, Singapore, and Manchester (UK) Codedesign has been recognized as one of the top interactive agencies and eCommerce agencies. Awarded Top B2B Company in Europe and Top B2C company in retail, Codedesign aims to foster personal relationships with clients and create a positive work environment for its team.
He emphasizes the need for digital agencies to focus on data optimization and performance to meet the increasingly results-driven demands of clients. His experience in digital marketing, combined with a unique background that includes engineering and data, contributes to his effective and multifaceted leadership style.
Codedesign is a digital marketing agency with a strong multicultural and international presence, offering expert services in digital marketing. Our digital agency in Lisbon, Boston, and Manchester enables us to provide market-ready strategies that suit a wide range of clients across the globe (both B2B and B2C). We specialize in creating impactful online experiences, focusing on making your digital presence strong and efficient. Our approach is straightforward and effective, ensuring that every client receives a personalized service that truly meets their needs.
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